Abstract:

The primary goal of this study was to identify key success factors for the management of a
conference centre in South Africa. This goal was achieved by firstly portraying an overview
of the conference industry in South Africa. Secondly, a literature study was conducted in
order to determine the aspects in the literature that are regarded as of vital importance in
managing a conference centre. Thirdly, the results of the empirical research were
discussed. Lastly, conclusions were drawn from the research and recommendations were
made with regard to further research.
From the literature study, aspects of strategic management, financial management,
marketing management, human resource management and management of operational
aspects were identified as being important in the management of a conference centre.
These aspects were used to compile a questionnaire. The objective of the questionnaire
was to measure the importance that conference centre managers attach to the identified
elements. Questionnaires were e-mailed to 250 conference centres. A total of 100
questionnaires were received back. The study population consisted of a database as
compiled by the researcher from the Direct Access Conference Handbook (2004) and the
Africa Conference Directory (2006/7). Questionnaires were also handed out personally to
exhibitors at the INDABA Tourism Exhibition (2006).
From the responses to the questionnaire it can be deduced that conference centre
managers regard the aspects of strategic management, financial management, marketing
management, human resource management and management of operational details as
important to very important.
A factor analysis was done to determine the key success factors in managing a conference
centre. The following factors were identified, namely to: • Provide a conference centre with a functional layout and the correct variety of activities; • perform marketing management; • ensure that operational aspects are in place; • do proper planning; • provide an attractive venue and conduct a post-conference evaluation; and • perform human resource management.
Conference centre managers have to apply the above-mentioned key success factors to
ensure that the conference centre is successful over the longterm.